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Introduction
In order to accurately assess goal performance, we recommend letting it run for a longer duration in Perpetua. This provides the ad engine with a sufficient amount of time to gather ample historical data in order to suggest credible recommendations along with optimizing bids and campaigns. That being said, external factors and variables, like a change in budget or advertising objectives, can alter your strategy and result in goal changes needing to be made.
Factors to Consider
Listed below are some items we suggest considering before making changes to your goals in Perpetua:
1️⃣ Change Pattern
We recommend not altering the target ACoS by more than 10% at a time. The general rule is to adjust in small increments (1-3%) while monitoring performance to see if there is a drop in spend and sales.
2️⃣ Change Frequency
It's a best practice allow your goals to run for at least 2 weeks before making changes. This provides the ad engine with enough time and data to learn about your products, campaigns, and performance. Frequent short-term changes to your goals may bring immediate positive results but impact the overall long-term strategic approach by negatively affecting the machine learning and optimization capabilities of our app.
3️⃣ Constant Monitoring:
A good way to approach your goals it to constantly monitor the following 2 factors while considering the budget allocation amongst your campaigns.
Search term analysis
Search terms are what shoppers are typing while shopping that leads to your ad being displayed. This data gives you an overview of the correlation between the keywords and products you're targeting and what the audience is typing when looking for the product. The Keyword Harvesting feature built into Perpetua does this for you automatically but you can also conduct further research to refine your targeting strategy in the Targets & Search tab.
Bid Adjustments
Perpetua takes your entire advertising history into consideration when leveraging historical data for bids but adds a time-weighted analysis on it for the most accurate insights. The bids are adjusted after accounting for your budget allocation. However, you can also choose to either adjust the budget strategy or manually override and adjust the bids. You can bid lower on poor performers and higher on top performers if you choose to implement manual bid adjustments.
4️⃣ Record Your Campaign Metrics:
Exporting campaign data to a spreadsheet is an effective way of documenting and reviewing performance. Along with CSV files you can download from all the graphs and tables in your account, Perpetua also offers a Bulk Operations tool you can use to manage multiple goals and targets at the same time. This is especially useful if you're running experiments and want to compare the performance or revert to a previous setup.
5️⃣ Make Changes Directly in Perpetua:
The ad engine can and will override changes made in Amazon Ad Console to Perpetua-managed campaigns. As a result, we highly recommend making changes to those goals and campaigns directly in your Perpetua account. You can read this article for more information on what kinds of changes will be reversed if made on Amazon.
6️⃣ Retail-Readiness of Your Product:
This is an important factor that drives campaign performance and must be reviewed before making any changes to your goals. We recommend reviewing things like the listings health score, inventory levels, reviews, star ratings, and other retail-readiness checklist items relative to your competitors.
Article last updated January 2024. If you find this information to be out of date, please contact hello@perpetua.io.